Heisei Gyaru: The Bold and Trendy Subculture!

The Heisei era (1989 – 2019) was a time of daring fashion, self-expression, and rebellion in Japan. And gyaru were one of the most visible icons of this period!

This vibrant youth subculture challenged traditional beauty standards and tested the boundaries of Japanese society. It was also known for its dramatic makeup, flashy outfits, and confident attitude. 

However, its legacy is making a fresh comeback in modern times to inspire a new generation! Let’s dive into this glitzy, exciting world and explore why this trend was -and still is – so iconic!

What is Heisei gyaru culture?

The term “gyaru” comes from the English word “gal”. It refers to the scene’s strong-willed young women (and men!) who lived by their own rules. Originally, it was made popular by stylish schoolgirls who customized their uniforms and wore flashy accessories.

It first appeared on the fashion scene in the 1990s. And by the early 2000s, it was so popular that it was almost mainstream. Its members could easily be identified by their bold makeup, bleached or dyed hair, ultra-stylish outfits, and elaborate nail art. During these years, gyaru could be seen everywhere on the streets! 

The legendary Shibuya 109 building was the center of the movement. It was a popular shopping, meeting, and hangout spot, as it collected all the necessary fashion shops under one roof. Brands like Liz Lisa, Alba Rosa, and Cecil McBee were the rage. But gyaru wasn’t just about fashion; It was also a lifestyle! 

There were magazines like Egg and Ranzuki that discussed and spread the latest trends. Gyaru even evolved its dance style, known as para para! Gyaru was all about standing out and embracing individuality. It took confidence to dress this way publicly in a society that favored conformity!

What’s the difference between Heisei and Reiwa gyaru?

During the Heisei era, this subculture’s fashion was all about making a statement. Incredibly tall platform boots, leopard prints, flashy accessories, and over-the-top hairstyles were preferred. There were also many types of gyaru. Kogal was a rebellious take on school uniforms, and ganguro was famous for its deep tans and neon colors. However, as the late 2010s approached, the style faded. By 2014, it had all but disappeared from public view. 

But fashion follows cycles, and the Reiwa era (2019 – present) is seeing the style return! This time, it has a modern twist to match today’s fashion. The new look is less extreme than its 1990s version and more refined and sophisticated.

Dramatic tans and heavy makeup have replaced softer, more natural skin tones. And the loud, extravagant outfits have been toned down to more closely match mainstream trends. It is even returning to pop culture, influencing musicians such as LANA and Elle Teresa. 

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Is there any pop media about gyaru?

GALS!

GALS! by Mihona Fujii is a shojo manga series from 1998 to 2002. It follows Ran Kotobuki, a fiery Shibuya “gal” who lives and breathes the lifestyle! The manga was adapted into the fun, upbeat anime Super Gals! Kotobuki Ran, which aired from 2001 to 2002. This love letter to the culture is packed with attitude, humor, and adventure. It gives a light-hearted glimpse into the world of Heisei gyaru!

Peach Girl

Peach Girl by Miwa Ueda is another classic anime adapted from the manga. It tells the story of Momo Adachi, a “gal” girl with tanned skin and bleached hair. While people assume she is a wild party girl, she’s kind-hearted and shy.

This anime follows the drama that unfolds in Momo’s life as people around her constantly make assumptions about her personality. The series is not as carefree as GALS! It explores feelings of self-acceptance, friendship, and love, making for a compelling and emotional story!

Sunny: Our Hearts Beat Together

This 2018 Japanese film follows a group of former gyaru friends as they reconnect years later. Their wild times spent together in their youth is told through flashbacks. The movie does a great job of capturing the high energy of this Heisei culture. Sunny: Our Hearts Beat Together features a lot of nostalgic music and fashion from the time. This wholesome film is both a tribute to the style and a heartwarming story about tight-knit friendships!

Why are Heisei gyaru an important subculture?

Heisei gyaru is an important subculture because of its extreme popularity during this period. Their bold attitudes and trendsetting fashion shaped an entire generation and the pop culture of the era. They were about boldness and fun, making them an irresistible movement for countless young people. 

While they came onto the scene briefly in the Hesei era, their legacy lives on through many forms of media. Even today, their influence can be seen in the fashion industry. Their style is still evolving into modern adaptations, proving that being confident never goes out of fashion! Were you living in Japan during the Hesei period? What are some things that you remember about this subculture? Feel free to share your stories below!